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DFC conducts Fuelling Women Champions campaign

The Toronto-based Dairy Farmers of Canada has launched a new campaign as part of its "Fuelling Women Champions" initiative to encourage female participation in sports. It consists of two online videos in English and French that address the lack of encouragement received by women and girls to become involved in sports. The videos feature hockey player Charline Labonté and martial artist Gaby Kuntz. Both make use of slow motion photography. They are running online and at Cineplex theatres nationally, excluding Quebec. The promotion also invites consumers to make their own slow-motion videos at participating sporting events through the year. The campaign was developed by T1 of Toronto. Media buying is being handled by Initiative, with digital work and social media activities by Mirum and public relations from DDB PR.

"A champion is someone who pursues her goals in sport, despite a lack of encouragement, and every champion has a story worth telling," said Graham Lee, chief creative officer at T1. "We wanted to create a platform that brings awareness to young women that struggle to pursue sport by using powerful iconic sport visuals at moments of achievement."